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Turning a rewards program into something people actually want to celebrate.

IUPP — Itaú Rewards Program

IUPP is Itaú's loyalty rewards program. When the bank decided to give it a completely new name, purpose, and identity, I was brought in as lead visual designer to translate months of strategic research into a system that could live across one of Brazil's largest digital and physical ecosystems.This wasn't a logo project. It was a systems problem.

The Challenge
‍Itaú's brand team, alongside Mercatto agency, had already defined the strategic direction: the new program needed to feel celebratory, distinct from the bank's core identity, but unmistakably within the Itaú universe. My job was to make that real at scale, across every touchpoint, with zero room for inconsistency.

IUPP brand identity animation – logo reveal for Itaú rewards program

Creative System
I started with Itaú Display, the bank's proprietary typeface, as the logo foundation. It was a constraint that actually freed me. Rather than fighting the system, I worked within it: rounding the top edges of the letterforms to introduce warmth and approachability while keeping the structural weight the brand requires.

IUPP rebranding – full visual identity system overview for Itaú loyalty program

The more interesting decision was what came next. I broke the logo down to its three fundamental geometric components: dot, line, and curve. Each one got a meaning anchored in the program's core promise:

IUPP logo – primary brand mark and logotype in the identity system
IUPP brand color palette – primary and secondary colors for the identity system
IUPP visual identity elements – icons, patterns and graphic assets

Dots = Products - Singular, tangible, immediately available.
Lines = Advantages - The most direct path to value.
Curves = Experiences - The longer, more memorable journey.

This wasn't decoration. It became the generative logic of the entire visual system. A set of rules that any designer on the team could apply to create new assets, communications, and moments that all felt like IUPP without needing a style guide open at all times.

IUPP logo on dark background – brand mark in white for digital applications

Color
‍The palette needed its own character. Vibrant enough to signal celebration, but harmonious with Itaú's signature orange rather than competing with it. Every color decision was tested across digital and print contexts to ensure consistency at scale.

IUPP brand identity applied to loyalty cards and program collateralIUPP brand guidelines – logo usage rules and clear space requirementsIUPP graphic pattern system derived from the brand’s geometric logo mark

Result
The identity launched successfully across the full program ecosystem. The project was recognized with a Bronze award at the 2019 Brazil Design Awards for visual identity excellence.

Role: Lead Visual Designer
Context: Itaú Unibanco, Senior Identity Designer (2018–2019)
Collaborators: Mercatto Agency, Itaú Brand Team

IUPP brand identity in context – applied to Itaú banking loyalty materials
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So let's talk?

InstagramBehanceCV/Resumeglauco at gmail dot com